Ramen, a traditional Han noodle dish, has always been very popular with the Chinese people, as well as a variety of flavors of famous foodLanzhou ramen, Shanxi ramen, Henan ramenWait a minute.
However, one that was once all the rage in our marketAjisen ramen for Japanese fast foodIn recent years, it has faced an unprecedented dilemmaThe market value evaporated by 14.8 billion, 190 stores were closed, and now only 569 remain.
What is the reason why Ajisen ramen, which once fell from the altar to the bottom?
As a big catering country, China has a lot of varieties of catering and a lot of well-known food, among which the most influential and representative China".Eight cuisines".It has attracted wide attention, and the formation of one of these cuisines has a very long history.
However, now there is oneA 53-year-old Hong Kong woman, just used13 yearsIn time, the ramen brand that originated in the area of Kyushu Island, Japan, has developed into a synonym for Japanese ramen in the minds of many people, and perhaps even the Japanese did not expect that the ramen she copied could have a place in China.
In 1996, 15 yuanA bowl of Ajisen ramen turned out to be what it is today with the passage of time28 yuan35 of the "ramen.", made a high-end ramen position.
Pan WeiIt is not a civilian **, from a 0 investment, to a later 2500 million financing, and now, its market value can reachto 14.8 billion.
Netizens who have eaten Ajisen ramen have also complained that its taste is not the best, and it is not cheap, but there is part of the reason why it can stand out among so many ramen brandslies in the standardization of operations
Pan Wei used to acceptNew Marketingsaid in the program,Among the 100 dishes in all of their stores, every bowl of ramen, the amount of ingredients, and the taste are all exactly the same.
You know, at that time, in 46 cities across the country, Ajisen ramen was close to being realized400The integration of all the stores is not a simple matter, and it can be said that the chefs behind them, as well as the high quality requirements during the training, play a big role.
In addition, there are several distinctive advertising slogans in Ajisen, and these advertising slogans are the focus of Ajisen Ramen's promotion at different timesAt the same time, it also reflects the characteristics of the brand and the advantages of the products.
In the beginning, their slogan was like this: ".The calcium content of a bowl of soup is 4 times that of milk and dozens of times that of ordinary meat. ”It is not difficult to find from this slogan that the main emphasis is hereCalcium content
You know, for the children of the post-80s and post-90s, parents did not have much demand for learning at that time, but they were very concerned about physical health, in order to let the child have a healthy body, parents with conditions will order milk for their children, and families without conditions will also save money to buy some nutritional supplements for their children, eggs, meat, etc., all of which are eaten first by the children.
It is not difficult to see from Ajisen's advertising slogan that their main theme is one wordPure,Their base soup is made of pure pork, so it seems that 15 yuan for a bowl is not expensive, after all, the pork at that time was bought for more than 30 catties, and ordinary families could not buy a few catties even for the Chinese New Year.
However, no one thought that this incident,Later, the car overturned.
July 2011,There is a ** revelation that the Ajisen ramen soup is not made of pure pork bones, but is made with concentrate, and this series of events has had a great impact on the store.
Fortunately, Ajisen Ramen even changed the advertising slogan,"A bowl of noodles is a lifetime for him. ”The delicious backbone, slow-boiled, and the mellow and thick pork bone broth are perfectly combined, and in the attempt again and again, find a new and higher realm.
Although it is only a two-minute commercial and there is very little narration, one detail after another and the plot are shown, some young people who want to seek comfort still rush into the store to try what it is like to be loved.
I have to say that this kind of advertising slogan is easy for young people to have a yearning voice, so that they will also come to the store to experience it for themselvesOtherwise, I'm sorry for this bowl of noodles
With the passage of time, the people who used to eat Ajisen ramen have grown up, they may have met love, or they have gained full love, but now that they have grown up, they no longer need chicken soup for the soul, and some only have memories, or the original timeAfter all, memories are the most beautiful
Ajisen Ramen, which grabbed the audience's stomach, came out again, and the advertising slogan also played the memory card,"Big bone soup for 50 years. ”It is not difficult for careful netizens to find that after turning around, this advertising slogan has returned to its original appearance, which not only proves that it has a history of 50 years and deep qualifications, but also emphasizes that its brand is still made of pure pig bones.
Ingenuity is eternal, live up to the time, this ingenuity is not only in the advertising slogan, but also have to say that although the number of words in this advertising slogan is small, but the words are eye-catching, just the right key to remind everyone who comes here to consume, which makes people deeply touched and excited.
It is by virtue of this spirit of ingenuity that Pan Wei can get to today, many years ago in the Spring Festival, the sky is drizzling, in ShenzhenInside the Window of the World theme parkThe moist air is filled with a fresh fragrance, and the source of the fragrance is that Pan Wei and her team are walking around a trolley, waiting for people to eat noodles in the rain.
There is no sadness behind a successful person, the hardships of entrepreneurship, only those who have experienced it can experience it personally, and it is the seven or eight days of ** activities that made Pan Wei decide to do his best to make a brand.
Today, Ajisen Ramen is available in Hong KongThe market capitalization is close to HK$9 billionPan Wei accounts for more than 51% of the company's shares and is at the helm of the company.
Although the business is very prosperous, Pan Wei also has his own troubles, and he is sad that he can't sleep, the bigger the business is, the more people will be in debt, and there is competition in the market, which is also the risk of doing business.
Some people may not know that Ajisen ramen is very popular in ChinaBut in Japan, it's a regional brand, just like we have a lot of places with their own brands, Dongpo kimchi, Shouguang vegetables, Tianfang instant noodles and so on.
Although the taste of Ajisen is very unique,But it is also a less well-known brand in JapanSo it wasn't necessarily easy to introduce this brand, which was unknown in their local area, to China, but Pan Wei did it, and it also drove the brand effect of Ajisen Ramen in their country.
Later, in order to cater to the taste of the public and market requirements, Pan Wei also launched many novel things, such as Japanese desserts, and also deliberately launched a noodle chain below 10 yuan, trying to get closer to the public.
Nowadays, fast-casual restaurants have become a trend, and Ajisen Ramen is no longer a standout in the early years, but it did give the brand a shot that has stood still today.
However, nothing is absolutely good, and the current situation of Ajisen Ramen is not objective, and in the past few years, the performance has declined significantlyIn the first half of this year, the operating income was 88.5 billion yuan, but it is still in a state of loss, and to talk about the reason for this, it should have a lot to do with market competitors and the rise of new categories.
EspeciallyLanzhou ramenThe emergence of domestic brands such as Ajisen Ramen has made the uniqueness of Ajisen Ramen experience unprecedented challenges, and in addition, the negative impact of his own dashi quality has made many netizens question it, which has also caused a lot of controversy.
In addition to the quality problem, there is also the fact that Ajisen's service cannot keep up, and now the involution of many restaurants is very serious, the most representative is HaidilaoGod-like service, birthday mode, little brother skipping subject three, as well as our traditional art face changing, and other humanized services make it unique in this catering industry.
Fortunately, in order to be able to revitalize, Ajisen Ramen has also carried out a series of reforms and innovations, and has been able to cater to the new market environment in a very short period of time, so as to attract everyone's "stomach" again.
Whether it is the current situation of Ajisen Ramen or any other restaurant brand, it is impossible to survive without changing the same thing, and it can only survive by catering to the market and accepting the inspection of the public.
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